In normal times, Dee from New York would have ordered her copy of The Handmaid’s Tale from Amazon, but these are not normal times. Amazon is on the Grab Your Wallet list, a campaign to boycott retailers that sell Trump family products, which began as a response to the video revealing our now-president’s penchant for grabbing women "by the pussy." Dee bought her book from a smaller retailer instead.

Since Donald Trump’s election in November, and especially since his January inauguration, hundreds of small and not-so-small organizations have sprung up to oppose the president. They joined the ranks of established left-leaning and liberal groups already revving up their engines to fight the administration. Among all the ways you can now voice your dissent, though, there’s one tactic that this president will surely understand: economic resistance aimed at his own businesses and those of his children. He may not be swayed by protesters filling the streets, but he does speak the language of money. Through a host of tactics — including boycotting stores that carry Trump products, punishing corporations and advertisers that underwrite the administration’s agenda, and disrupting business-as-usual at Trump companies — protesters are using the power of the purse to demonstrate their opposition and have planned a day of resistance against his brand on June 14th.

Such economic dissent may prove to be an especially apt path of resistance, especially for the millions of Americans who reside in blue states and have struggled with a sense of powerlessness following the election. After all, it’s not immediately obvious how to take effective political action in the usual American way when your legislators already agree with you. But what blue-state dwellers lack in political sway they make up for in economic clout, since blue states have, on average, greater household incomes and more purchasing power than their red-state compatriots. The impact of coordinated blue-state boycotts could be enormous. That’s why Grab Your Wallet, along with Color of Change, a racial-justice group, and numerous other organizations are encouraging individuals to see their purchasing power as political muscle.

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“It was close at the polls, but it’s not close at the cash register,” Shannon Coulter, a founder of Grab Your Wallet, told me recently.

And yet, even as throngs of organizations and hundreds of thousands of individuals throw their energy into economic tactics intended to weaken the president, it’s still an open question whether this type of resistance — or, more specifically, its current implementation — can precipitate anything in the way of meaningful change.

“A Sprawling Landscape of Resistance”

At first glance, Grab Your Wallet is a modest website: a Google spreadsheet that lists about 50 companies to boycott. Included are the department stores Macy’s, Bloomingdale’s, and Lord & Taylor, as well as online retailers like Overstock.com, Zappos, and Amazon, all of which sell some type of Trump swag. (The precise number of companies listed continues to decline, as retailers dump the Trump brand.) The site gets an impressive two million unique visitors every month, and when I spoke with Coulter, she told me that 22 retailers had dropped Trump products since the start of the boycott. She believes that this is just the beginning.

“I don’t think we’ll see the full impact of the boycott until summer, because of how the retail cycle works,” she explained. The department store Nordstrom, for instance, the biggest company to date to drop the Ivanka Trump brand, sold through its existing inventory before indicating that it would not reorder. That announcement even attracted attention from the president, who tweeted: “My daughter Ivanka has been treated so unfairly by @Nordstrom. She is a great person — always pushing me to do the right thing! Terrible!”

Color of Change has long deployed strategies of economic resistance, specifically by going after advertisers who underwrite hate. Now that Trump is in the White House, Rashad Robinson, the group’s executive director, told me that they’re focusing on the role of corporate enablers “who’ve made this administration possible.” He described a strategy in which his organization carefully selects a corporate target and then rallies its million-plus members to participate in a campaign designed to tarnish the company’s brand — unless its executives make more ethical advertising choices. Color of Change played a role in the recent ouster of Bill O’Reilly from Fox News by helping to influence some of the more than 50 major advertisers who pulled their financial support from his top-rated program. After advertisers fled, Fox gave O’Reilly the boot.

Progressive groups are proving increasingly savvy when it comes to designing such consumer-driven tactics. The Center for Popular Democracy and the immigrant-rights group Make the Road New York recently co-launched a campaign called Corporate Backers of Hate, which targets Wells Fargo, JPMorgan Chase, The Walt Disney Company, and a handful of other corporations that have provided various forms of support for Trump and his agenda. Wells Fargo, for instance, has lent millions of dollars to the president’s companies, is an investor in immigrant detention centers run by private, for-profit contractors, and has loaned money to developers for the Dakota Access Pipeline, the 1,172-mile oil pipe that would cross Standing Rock Sioux Tribe lands in North Dakota. (Trump signed a memo authorizing that pipeline within days of taking office.) The Corporate Backers of Hate website allows protesters to bypass customer service staff at these corporations and send messages directly to top executives and board members to express their disapproval.

This strategy of going after the funding underlying Trump’s network has won some early victories. Several groups have been trying to cut off the flow of advertising dollars to Breitbart, the xenophobic pseudo-news site formerly run by White House strategist Steve Bannon. Leading the charge in this work is a Twitter-based group, Sleeping Giants, with a relatively simple proposition: it asks followers to take screenshots of ads on Breitbart — preferably next to an offensive headline — and then tweet that screenshot to the company in the ad along with a polite message asking it to stop underwriting hate. This approach has been wildly successful; according to Sleeping Giants, thousands of advertisers have pulled out of Breitbart.

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Nicholas Reville is a seasoned online organizer who has become a leading figure in the campaign to, as he says, make “hate unprofitable.” He believes that the Sleeping Giants model of digital resistance represents a new and important type of political action. “It’s very, very rare that you have an activism campaign where people are doing something other than signing a petition, showing up to a rally, [or] donating money,” he told me. Instead, he pointed out, an individual can now take a discrete action on his or her personal device and actually help win a victory when an advertiser pulls out of Breitbart.

Some activists are going beyond screenshots and tweets. Journalist Naomi Klein recently released a video highlighting the fact that Trump’s brand is one of his most important sources of revenue and suggesting that “jamming” the brand — by turning it from a money-maker into a money-loser — would be a powerful form of resistance. She mentions tactics like clogging phone lines at Trump companies or making, and then canceling, reservations at his hotels.

One activist who has been working on jamming those Trump phone lines, and who spoke with me on condition of anonymity, said that resisters like her had discovered that it was surprisingly easy to disrupt the president’s businesses. “The phone lines do not have the capacity to handle even medium-volume call traffic,” she said, and assured me that there was more phone jamming planned for the future. When I asked what she hoped to achieve through this tactic, she responded that the goal was to weaken President Trump financially, politically, and in every way imaginable.

“These strategies are complements to other kinds of organizing,” she went on. “None of these tactics alone are going to bring down the Trump administration... that’s not how it works. This is part of a sprawling landscape of resistance.”

Easy to Resist, Hard to Win

The multitude of groups, campaigns, and individuals going after Donald Trump, Trump businesses, and companies supporting him or his political agenda do indeed form a sprawling, often chaotic landscape of resistance. I receive a dozen different, mostly uncoordinated action-alert messages in my inbox daily. In the weeks immediately following the inauguration, I found all that frenetic energy strangely appealing. After a couple of months of diffuse efforts, however, I began to wonder whether such efforts would be better spent on fewer, more coordinated campaigns. While Trump oppositionists undoubtedly feel a thrill of satisfaction when Nordstrom drops Ivanka’s product line and legions of advertisers pull out of Breitbart, it’s unclear whether these are steps on the path to a revised political landscape, or whether they are just feel-good wins leading nowhere in particular.

This dilemma is perhaps best exemplified by the Boycott Trump app, which has been downloaded 350,000 times. The concept behind it is similar to the one that animates Grab Your Wallet. The app is essentially a list of companies to boycott, though it includes more than 250 of them, rather than the dozens on Grab Your Wallet, many because they sponsored Trump’s NBC show The Apprentice back in 2011. I asked Nathan Lerner, who heads an organization called the Democratic Coalition Against Trump, which is responsible for the app, what qualifies a company to be listed, and he said that any company connected to the president was worth listing. I then asked if his group was collaborating with other boycott efforts.

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“We’ve been a little frustrated with partnering,” Lerner told me. “Right now we’re seeing a ton of enthusiasm around boycotting Trump, but it’s fragmented. Folks are popping up doing great work, but they’re doing it on their own.” That seemed like a remarkably on-target summary of the situation, and Lerner’s group seemed to be an example of those working “on their own.”

In search of answers, I called up Marshall Ganz, who would surely be in the hall of fame of community organizing if there were one. He worked with Cesar Chavez in the 1960s to organize California farmworkers and was an architect of Barack Obama’s organizing strategy for his presidential run in 2007. A professor at Harvard’s Kennedy School (and, full disclosure, once my professor), Ganz defines “strategy” as “how we turn what we have into what we need to get what we want.” That applies nicely to the Trump boycott concept, in which activists are trying to turn their discrete consumer power into collective influence great enough to change where our country is headed.

When I mentioned to Ganz that so many different boycotts and related campaigns are happening without much coordination, he described the problem this way: “The mechanisms for starting my thing, my thing, my thing, they’re so easy in virtual space.” Bringing those initiatives together is the problem. As he pointed out, back in 2007 the San Francisco Bay Area alone had about 54 different pro-Obama groups registered online; the hard part was getting them to work together in a way that channeled their energy toward a shared goal. When it comes to fighting Donald Trump, Ganz suggested that it would be far more strategic for the many different boycott and pressure groups to pool their efforts. Were this to happen, he suggested, the anti-Trump movement could become more proactive, rather than reactive.

Not all experts agree with his assessment. L.A. Kaufman is the author of the recent book, Direct Action: Protest and the Reinvention of American Radicalism. “I think that the decentralized character of the resistance gives it resilience,” she told me in a phone interview. In her view, the fact that all this activity is totally grassroots and happening outside the Democratic Party is a sign of political renewal in this country. She has a point. Yet it’s hard to see how economic resistance, surely a suitable weapon against a businessman-in-chief, can be effective without a critical mass coalescing around an agreed-upon set of actions and goals.

I asked Shannon Coulter whether she’s coordinating with other campaigns, and she pointed out that Grab Your Wallet is now aligned with the organizers of the Women’s March, the vast post-inauguration protest that swept the country. Those same organizers were also the driving force behind the formation of roughly 5,500 groups of local activists who convened after the march to consider the next steps for the emerging anti-Trump movement. This alliance seemed like a promising sign.

Recalling what Ganz had said about uniting groups that supported Obama in 2007, I asked Coulter whether she would ever consider merging Grab Your Wallet into a larger organization. To this, she responded in the negative. “I say that,” she explained, “because Grab Your Wallet is one of the only women-led ones in the movement.”

Coulter isn’t the only one to offer such reasoning. Since the anti-Trump movement is a heterogeneous collection of groups representing women, people of color, immigrants, LGBTQ folks, and lots of straight white people, there’s concern that combining efforts could result in a resistance dominated by white men who might compromise the priorities of specific groups and their constituents. In order to be effective, says Rashad Robinson of Color of Change, campaigns must carry the “moral authority of an impacted constituency.” He described situations in which white-led groups had tried to mimic campaigns led by Color of Change — without realizing that they lacked the moral authority to do so effectively.

In 2014, Zeynep Tufekci, a professor at the University of North Carolina who studies social movements, gave a TED talk titled “Online social change: easy to organize, hard to win,” in which she described the March on Washington in 1963. That historic event, where Martin Luther King delivered his famed “I Have a Dream” speech, drew 250,000 people. Tufekci underscored the significance of attracting such a crowd in 1963, when organizers used landline phones, flyers, and word of mouth, in a landscape lacking today’s easy digital tools. Fifty years ago it was nothing short of awe-inspiring to draw a quarter million people to the National Mall. “If you’re in power,” said Tufekci, “you realize that you have to take the capacity signaled by that march, not just the march, but the capacity signaled by that march, seriously.”

The anti-Trump movement has yet to accomplish anything so awe-inspiring. Nearly half a million people gathered in Washington for the Women’s March — a number that climbed to more than a million when all the protests around the country were added in — but it’s not at all clear that such numbers carry the same weight today as smaller crowds did in previous eras. Though protesters filled the streets in Washington one day after the inauguration, anti-Trump activity remains fragmented several months into his term.

And when it comes to waging economic resistance against this billionaire president, the pressing question is whether innumerable people across the country, like Dee from New York, who are changing their spending habits, tweeting at advertisers, contacting chief executives, and jamming phones at Trump businesses, will do so in a way that converts their discrete actions into real influence and power.